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"There has been a noticeable rise in the number of convenience stores, suggesting time-pressured consumers are increasingly expecting the high street to play a different role, providing services that can exist as a complementary offering alongside internet shopping," said Jenkings.
Instead, it's pitching itself as a complementary offering.
KashFlow, the London-based accounting startup, is launching a complementary offering to its core product for small businesses.
Although Microsoft says it intends to keep Visio as a separate product from Office, it will be a complementary offering that could attract new users to Office, analysts say.
For IFTTT addicts, bttn's makers reckon it could also be a complementary offering that takes even more friction away — but specifically from the physical sphere of their daily lives, at those rare times they're not tethered to a computer (pocket-sized or otherwise).
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This can be considered a form of complementary offering.
"The combined company will allow for the rapid globalization of APP's portfolio with the same high levels of quality and patient commitment for which we have become known, while at the same time providing a more comprehensive and complementary offering of injectable pharmaceuticals, devices and delivery systems to customers worldwide," Dr. Soon-Shiong said in a statement.
Tom Reilly, the long-time CEO at Cloudera, certainly sees the two companies as complementary, offering customers something together that they couldn't separately.
Cormac McCarthy, Paddy Power's finance director, said: "These are two very strong businesses with complementary offerings that have a lot in common.
A vertical merger is when two companies who provide different or complementary offerings join forces, giving consumers access to a more comprehensive set of services, at a lower price, while still generating profits.
This week's court decision followed a government antitrust suit to block the deal on the grounds that the vertical merger — a term for when companies that provide different or complementary offerings join forces — could harm consumers, particularly on price.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com